Advertising

Program Overview

A degree in advertising gives students the opportunity to develop and enhance their management, creativity, and communication skills to become competitive in today’s global marketplace. Graduates from the advertising program enter the workforce with a critical understanding of consumer behavior, creative strategy, and marketing communications management.

Curriculum Overview

An advertising major prepares students for careers in advertising agencies, large or small, or in the advertising or promotion departments of profit or nonprofit organizations. Possible entry-level positions include media buyer, copy writer, and assistant account executive. This program combines a solid background in the business disciplines with the study of marketing communications. It emphasizes the role of advertising and promotions within the marketing communications strategy.

Degree Offered

  • B.S.B.A. in Advertising

Note: a minor in web design is required.

Contact

Dr. Zhihong Gao
Professor
Sweigart Hall 353
(609) 896-5245
zgao@rider.edu

Program Website: Advertising
Associated Department: Marketing, Advertising, and Legal Studies

Related Programs

Advertising Major Requirements

(21 credits)

Business Core 1
See Business Core Requirements
MKT 205Advertising Principles3
MKT 320Consumer Behavior3
ADV 311Advertising Copy and Layout3
ADV 315Media Planning and Strategy3
MKT 366Marketing Research3
MKT 375Digital Advertising and Social Media3
ADV 435Advertising Campaigns3
Total Credits21
1

 Advertising majors must take PSY 100 Introduction to Psychology as their required Social Science Elective.

Academic Plan of Study

The following educational plan is provided as a sample only.  Rider students who do not declare a major during their freshman year; who change their major; or those who transfer to Rider may follow a different plan to ensure a timely graduation.  Each student, with guidance from his or her academic advisor, will develop a personalized educational plan.

Plan of Study Grid
Year 1
Fall SemesterSemester Credit Hours
CIS 185 Information Systems Essentials 1 3
CMP 120 Expository Writing 2 3
MSD 105 Quantitative Methods for Business 3 3
PSY 100 Introduction to Psychology 3
Natural Science Elective 3
 Semester Credit Hours15
Spring Semester
CBA 102 Career Plan & Perspective I 4 1
CMP 125 Research Writing 3
ECO 200 Principles of Macroeconomics 3
MKT 200 Marketing Principles 3
MSD 200 Statistical Methods I 3
Humanities Elective 3
 Semester Credit Hours16
Year 2
Fall Semester
ACC 210 Introduction to Accounting 3
CBA 202 Career Plan & Perspect II 4 1
COM 212 Publication Design 3
COM 290 Professional/Strategic Speech 3
ECO 201 Principles of Microeconomics 3
MSD 201 Statistical Methods II 3
 Semester Credit Hours16
Spring Semester
ACC 220 Managerial Uses of Accounting 3
COM 261 Web Design I 3
FIN 220 Introduction to Finance 3
MGT 201 Fund Management & Org Behavior 3
Global/Cultural Liberal Arts Elective 3
 Semester Credit Hours15
Year 3
Fall Semester
BUS 300 Social & Legal Environment Bus 3
MKT 205 Advertising Principles 3
CBA 302 Career Plan & Perspect III 4 1
MKT 320 Consumer Behavior 3
International Business Elective 3
Global/Cultural Liberal Arts Elective 3
 Semester Credit Hours16
Spring Semester
CIS 385 Management Information Systems 3
COM 360 Adv Publicatn Design & Present 3
MKT 366 Marketing Research 3
MSD 340 Production and Operations 3
Free Elective 3
 Semester Credit Hours15
Year 4
Fall Semester
ADV 311 Advertising Copy and Layout 3
ADV 315 Media Planning and Strategy 3
COM 364 Web Design II 3
International Business Elective 3
Leadership Elective 3
 Semester Credit Hours15
Spring Semester
ADV 435 Advertising Campaigns 3
MKT 375 Digital Advertising and Social Media 3
BUS 400 Strategic Mgmt and Policy 3
COM 460 Web Design III 3
 Semester Credit Hours12
 Total Credit Hours for Graduation120
1

 CIS 185 can be taken in the Fall or Spring of year 1.

2

Students may be required to take CMP 115 Intro to Expository Writing based on placement. CMP 115 counts as a 3-credits Free Elective.

3

Students may be required to take MSD 104 Intro to Quantitative Methods based on placement. MSD 104 counts as a 3-credit Free Elective.

4

Transfer Students can take MGT 336 Career Managment (3 credits) as a substitute for the Career Planning sequence.

Academic Plan of Study

The following educational plan is provided as a sample only.  Rider students who do not declare a major during their freshman year; who change their major; or those who transfer to Rider may follow a different plan to ensure a timely graduation.  Each student, with guidance from his or her academic advisor, will develop a personalized educational plan.

Plan of Study Grid
Year 1
Fall SemesterSemester Credit Hours
CIS 185 Information Systems Essentials 3
CMP 120 Expository Writing 3
ECO 200 Principles of Macroeconomics 3
MSD 105 Quantitative Methods for Business 3
Science Elective 3
 Semester Credit Hours15
JTerm
MKT 200 Marketing Principles 3
 Semester Credit Hours3
Spring Semester
CMP 125 Research Writing 3
ECO 201 Principles of Microeconomics 3
MSD 200 Statistical Methods I 3
Free Elective 1 3
Humanities Elective 3
 Semester Credit Hours15
Summer Semester
ACC 210 Introduction to Accounting 3
PSY 100 Introduction to Psychology 3
 Semester Credit Hours6
Year 2
Fall Semester
COM 212 Publication Design 3
COM 290 Professional/Strategic Speech 3
FIN 220 Introduction to Finance 3
MGT 201 Fund Management & Org Behavior 3
MSD 201 Statistical Methods II 3
Global/Cultural Elective 3
 Semester Credit Hours18
Spring Semester
ACC 220 Managerial Uses of Accounting 3
COM 261 Web Design I 3
MGT 336 Career Management 3
MKT 205 Advertising Principles 3
MKT 366 Marketing Research 3
Leadership Elective 3
 Semester Credit Hours18
Summer Semester
MKT 320 Consumer Behavior 3
Int'l Business Elective 3
 Semester Credit Hours6
Year 3
Fall Semester
ADV 311 Advertising Copy and Layout 3
ADV 315 Media Planning and Strategy 3
BUS 300 Social & Legal Environment Bus 3
CIS 385 Management Information Systems 3
COM 364 Web Design II 3
MSD 340 Production and Operations 3
 Semester Credit Hours18
JTerm
BUS 400 Strategic Mgmt and Policy 3
 Semester Credit Hours3
Spring Semester
ADV 435 Advertising Campaigns 3
COM 360 Adv Publicatn Design & Present 3
COM 460 Web Design III 3
MKT 375 Digital Advertising and Social Media 3
Global/Cultural Elective 3
Int'l Business Elective 3
 Semester Credit Hours18
 Total Credit Hours for Graduation120
  • Assumes no AP or other credits transferred into Rider University.
  • Students are required to take 6 credits of International Business Electives which can be fulfilled as major courses or as free elective courses.
  • Business Honors students will have a different sequence.
  • Global/Cultural Liberal Arts Elective can be satisfied by courses that are designated as Global/Cultural, including language courses at the 101-level or above.
  • For the Leadership Elective, choose fromLDP 398 Co-op Experience Seminar, LDP 200 Foundations of Leadership, LDP 220 Service Learning Through MOB, MGT 355 Team Management, or MGT 363 Management Skills.
  • Assumes student takes MGT 336 Career Management as a substitute for CBA 102, CBA 202 CBA 302.

Courses and Descriptions

ADV 311 Advertising Copy and Layout 3 Credits

This course focuses on the development and planning of creative and strategic advertisements for a variety of products. The course includes creating concepts for ads, designing ads, and writing copy for all media. The student will become familiar with the activities and responsibilities of copywriters and art directors. The relationship between creative advertising and other functions of advertising will be emphasized.

Prerequisite(s): either ADV 200 or MKT 205 and COM 212. Required for advertising majors.

ADV 315 Media Planning and Strategy 3 Credits

This course focuses on the essential principles, measurements, procedures and problems encountered in determining appropriate media in which to place specific kinds of advertising messages designed to reach closely defined target audiences. The advantages and disadvantages of all media will be discussed from an advertising perspective. Specific audience and cost calculations and analyses will be used to develop comprehensive media plans.

Prerequisite(s): either ADV 200 or MKT 205. Required for advertising majors.

ADV 435 Advertising Campaigns 3 Credits

This capstone course for advertising majors provides an opportunity for students to plan comprehensive advertising campaigns. Coverage includes segmentation research, creative development of the campaign, media planning, and determining advertising effectiveness. Integration of advertising into the marketing program will be emphasized. Required for advertising majors.

Prerequisite(s): ADV 311, ADV 315; advertising major or minor, senior standing or permission of instructor.

ADV 490 Independent Research and Study 1-4 Credits

Topic to be approved by the professor and chairperson. Available for juniors and seniors. No more than 12 credits allowed toward graduation, which may be counted as a business or free elective.

ADV 491 Internship-Based Indep Study 3 Credits

Provides the student an opportunity to supplement and apply classroom work in supervised employment with participating marketing and advertising firms. Requirements include a journal with a log of daily activities, and a project or term paper presented to and evaluated by the internship sponsor. Evaluation will also include a report by the company on the intern’s performance. Credits may be used to satisfy business or free elective requirements.

Prerequisite(s): Permission of instructor.